M&S has unveiled a new and transformed Sparks loyalty programme, which will deliver more personalised perks and simpler reward mechanics, marking a key strategic milestone as the retailer reshapes for growth.   

The changes to Sparks are based on insights from thousands of M&S customers, who signalled a desire for more rewarding, personalised experiences from the scheme.   

“Customers told us they want Sparks to be simple, rewarding and personalised,” said M&S’ CEO Stuart Machin. “New Sparks is built around a much more personalised experience, no tricksy pricing and real money rewards.”  

At the heart of the transformation is a new digital Sparks wallet, where customers can earn ”real money rewards” to spend across the retailer’s offering.

M&S will use a suite of AI and data capabilities to power the new Sparks programme, including machine learning (ML) and advanced generative AI (Gen AI), to deliver even more precisely targeted and timely offers and perks.

“Powered by new and transformed data and AI capabilities, a new Sparks helps us get even closer to customers and deliver an even better M&S experience,” Machin added.  

The move comes as shoppers demands for loyalty programmes are shifting. Original research of over 1,000 shoppers by Retail Technology Show (RTS) revealed that over half (55%) want retailers to do more with their loyalty programmes rather than just offering blanket discounts.

“By offering brand-rich loyalty experiences, retailers can offer deeper and more personalised perks that discount-only models simply can’t match,” Matt Bradley, Founder & Event Director at RTS, added.